Sucess in business isn't all about volume. It's about a good return on investment. Making a large number of sales at low prices isn't inherently better or more successful than making fewer sales at high prices. It depends on the ROI.
is a decent-sized hit, a big enough hit to warrant a sequel. Had it sold the same number of tickets as Star Trek
it would be a much bigger hit domestically given the higher ticket prices, especially the 3D premium, but it's done well enough to be marked down as a success nevertheless.